国际营销实例分析.pptVIP

Term project 30 pts.; class participation 10 pts.; final exam 60 pts.; Total 100 pts. PLUS AND MINUS GRADES WILL BE GIVEN. Term Project Grade Allocation (30 pts. Total)Culture Paper 10 pts.Marketing Plan 20 pts.(Team) SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions Ethnocentrism refers to the notion that one’s own culture or company knows best how to do things Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light Reactions to meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign Relying on one’s SRC could produce an unsuccessful marketing program 1: Define the business problem or goal in home-country cultural traits, habits, or norms 2: Define the business problem or goal in foreign-country cultural traits, habits, or norms. Make no value judgments 3: Isolate the SRC Influence in the problem and examine it carefully to see how it complicates the problem 4: Redefine the problem without the SRC influence and solve for the optimum business goal situation* 1. Tolerant of Cultural Differences, and Domestic Marketing Extension Management of Shool 国际市场营销学 International Marketing 学 时：36 授课教师：阳林 联系方式： Email：yanglinwust@ 课程内容框架: An Overview Content of Course The Cultural Environment of Global Markets Developing Global Marketing Strategies:4P Major Reference： 1、Global Marketing Management/ By Warren J. Keengan Prentice-Hall International, Inc. 2、国际营销学/(英)安德鲁.麦考利著.刘宝成,江春译---北京：中国人民大学出版社，2004，11 中文期刊：市场营销、市场营销导刊、国际广告、哈佛商业评论等 外文期刊：Global Marketing、Marketing、International Marketing、Harvard Business Review. etc SUGGESTED BUSINESS JOURNALS and others. Europe International Business ☆ Business Week　☆ Trade Culture Business Latin America Wall Street Journal　☆ Business International Journal of International Marketing☆ Business Horizons Journal of International Business Business Europe Internati